Realtor.com has expanded its Facebook ad product Local Expert to allow ads to be bought for citywide listing searches, not just ZIP code-level searches. And those citywide ads can now be purchased by brokers, not just teams and agents.

Realtor.com’s Local Expert, which debuted in November 2018, lets advertisers buy standalone branding ads or ads for active or sold listings in property search results. Prospective buyers see the ads in property search results on both realtor.com’s website and mobile app. Those buyers are also supposed to encounter the same ads in their Facebook News Feeds.

Realtor.com originally only sold the ads to agents and teams, and only for ZIP code-level property searches. But now the company has expanded the product, and the ads can be bought for citywide listing searches, not just ZIP code-level searches.

And those citywide ads can be purchased by brokers, not just teams and agents, in approximately 25,000 cities.

Example of a broker branding ad | Credit: realtor.com

Brokers may not, however, purchase ads at the ZIP code level; those more locally-targeted ads are still only available to agents and teams.

Local Expert ads can exclusively feature agent, broker or team branding, or they can combine sold or active listings with such branding. The ads can be linked to a realtor.com profile page or to a custom website.

Local Expert ads work by using Facebook’s “Pixel” technology, which involves adding a piece of code to users’ web browsers that lets Facebook anonymously track their Internet activity.

Email Teke Wiggin.

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